Study On Spa Resort Hotel Products Of Zhougong Mountain Forest Park Hot Spring Area In Sichuan

Hot Spring hotels(HSH),which is a practice of experience economic theory in the hospitality industry,is a representative experience product.This paper choosed HSH of Zhougong mountain forest park hot spring area in Sichuan as research object,from the perspective of customer experience research for HSH product,trying to find a scientific basis for expoliting HSH product.HSH products of Zhougong mountain forest park hot spring area were researched by using experience economic theory,survey interviews and questionnaires.And statistical software SPSS15.0 and Visual Co-Plot Version 5.6 were used to the recovery and effective questionnaire for descriptive statistical analysis,factor analysis,variance analysis,paired samples T test,IPA analysis and graphical display of Co-Plot.The results as follows:(1) The results from descriptive statistical analysis indicated that the customers of HSH of Zhougong mountain forest park hot spring area are mainly young,middle-aged and elderly customers with highly educated customers,and occupation major in business, professional and technical staff and cadres;to leisure to relax,Sports & Wellness and business activity for the purpose of the customer as the main target markets;to home and units as the main target markets.The results indicated that HSH should provide hotel products for target markets,based on the characteristics of target customers.(2) The results from factor analysis indicated that HSH products which are composed of 3 dimensions namely environment and atmosphere,equipments and goods,activities and services.The dimensions can cut into eight key factors including internal environment, natural environment and the overall atmosphere,human environment,special facilities and goods,basic and additional facilities,product quality and characteristics,activities and services,which can deeper cut into indictors 43.The results indicated that HSH should fully grasp the constituent elements of HSH products to provide customers with good experience products.(3)From the perspective of customers,the ranks of importance of 3 dimensions are environment and atmosphere,equipments and goods,activities and services;the ranks of importance of HSH products are the natural environment and the overall atmosphere,the hotel service,goods quality and characteristics,creating an internal environment,human environment,basic and additional facilities,special facilities and goods,hotel activity.The results from variance analysis showed,different attributes of customers affect the appraisal of the ranks of importance HSH products indicators.It mainly embodyed that different income levels,residence time and fellow members of customers affect the significant evaluation of Human environment;different fellow members and accommodation of customers affect the significant evaluation of product quality and characteristics.The results indicated that the HSH provide targete products and services based oncustomers'consumption preferences.(4)Through IPA overall positioning analysis,it finds HSH products were divided into 4 categories,namely 'concentrate here',which included the four elements,such as "having restaurants represented healthy diet culture","having different styles and characteristics of hotsprings","having the staff of knowing extensive spa expertise",and etc;'continue to maintain',which included 15 elements,such as the location of hotel should have "good natural environment","good hot springs resource","good image and reputation",and etc; 'lower priority',which included the eight elements,such as "having landscape facilities which reflected the hot springs cultural","having activities for you fitness facility", "having venue for you leisure and entertainment",and etc.;'possible over-supply',which included the seven elements,such as "having good human environment of hotel's location", "architectural style of hotel should assort with the cultural atmosphere of locals and the HSH",and etc.Through the graph method(Co-Plot) analysis,it shows HSH products were divided into 5 groups.Of the 5 groups,the high expectations,low satisfaction,high gap groups namely D,E groups products are the hotels priority products,which included twenty elements,such as "having good hot springs resource of the hotel's location","having good image and reputation the hotel's location","having good clean condition of the hotel",and ect,which mainly in special facilities and products,basic facilities and additional facilities, product quality and features and services.The results show that grasping the 'concentrate here' products,'continue to maintain' products,'lower priority' products,'possible over-supply' products and reducing the high gap between the customer expectations and actual experience,can enhance the lasting competitiveness of HSH.